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All information presented here is the students opinions based on answering a particular brief.

Team Members:

Huiqian Jiang
Jiaqi Lin
Yujie Ma
Hongyu Ou
Zaoer Shu
Jiayi Zhao

Keywords

  • REFOCUS
  • INNOVATION
  • MARKETING

Summary

Five key brand issues were identified through an analysis of the Reiss from the inwards to the outwards. Accordingly, four feasible strategic directions are proposed around three keywords REFOCUS, INNOVATION and MARKETING. Through the use of a diversification strategy and continuing development and innovation in existing markets, Reiss is expected to improve in four areas: sustainability, online channels, and consumer experience and market expansion.